There were lots of prospects at this networking event – All of a sudden it hit me – it was wall-to-wall people! There just had to be a way to find out if anyone here needed my services.

There I was in the corner talking to a lawyer “Here’s one of my cards” I said, “Why don’t I call you and we’ll set up a time to talk”.  “Is Tuesday at 2 or Wednesday at 11 better for you?” I pushed.

“No thanks, we’re all set” she said and walked away just as fast as she could – I’ve actually seen running backs in the NFL run slower than her.

This happened countless times to me over and over again that night. Something had to be wrong. I knew salespeople who got referrals from people that they met at networking events. That’s what I was told to do – keep asking, go for the appointment, be persistent, blah, blah, blah. Plain and simple – I was getting lots of enemies but not a lot of business with this approach.

I decided to ask some of my friends who also attended many of the same events that I attended – they obviously must be successful because they keep coming. I was amazed at what the painful truth was – they weren’t any more successful than I was. One of them actually told me he went because of the great chicken wings that they always had. I said to myself no wonder he has a job at Home Depot on the weekends (he doesn’t do it because he likes tools – I’ve never even seen him pick up a screwdriver!) to subsidize his unsuccessful sales career

I happened to share my recent experience at my networking event with a sales executive that I knew.  He wasn’t surprised at all.  He said, “You just don’t get it, kid, do you?”  “I was just like you – always trying to sell people stuff.” “You can’t try to take – you have to give”

I asked him to explain to me what he meant.  He said that when he called on prospects and they had no interest in his product, he now began to mention the products/services of his newly found colleagues from the networking event.   In other words, if you don’t need what I can help you with, I have a lot of friends in many businesses – what else is your company looking for?  Not everyone had a need but the ones who did trusted my judgment and were willing to take a call from the person I had referred.

It sunk in later as it hit me one day while listening to a motivational tape in my car by Zig Ziglar, where he said something that made perfect sense:  “The way to get what you want is to help everybody else get what they want.” Zig Said in his familiar accent. It was at that moment that I stopped trying to sell people my stuff and decided to help others sell more of their stuff.

This was a true win-win for me.  The prospect now knew that I was truly trying to help them in their business and my newly found colleagues appreciated the referrals that I gave to them – many of which closed. I was the real winner when he told me that he received all kinds of referrals from these same companies that he was sending business to.

I learned a lot that day.  You truly do get what you give.

Armed with my new knowledge, I decided to try this approach in the very next networking event I could find.  Instead of my going from prospect to prospect asking for a business card and an appointment, I started telling them that I was a professional salesperson and wanted to know how I could help them in their business?

Do you know what I mean when I say that these people looked like a deer caught in the headlights – they were floored. “You want to help me grow my business?” “Absolutely” I said.  “Lets meet over a cup of coffee this week and you can tell me who you need to meet in your business and I’ll make some phone calls and see if I can help you with that.”

I met with four people that week.  I also introduced them to clients of mine that I felt could help them.

Two weeks later it all started to happen!

The referrals started at one-a-week – and eventually climbed to 2 per day, every day!  I mean, these were hot referrals – these people were in the market, knew that I would be calling and were told I would help them – not just luke-warm leads. What could be better!!

Listening to Zig Ziglar in my car was the first step. Taking action on his thoughts is what made my goal of more revenue possible. Without that action I’d still be chasing people around aimlessly asking is Tuesday at 2 or Wednesday at 11:00 better for you…?